In February, insurance company, AIA, registered the biggest boost in word-of-mouth exposure in Thailand, according to YouGov BrandIndex.

Insurance provider, AIA, registered the biggest boost in word-of-mouth (WOM) exposure in Thailand for the month of February of all the brands we track in the market. Data from YouGov BrandIndex, which tracks consumer perceptions towards brands on a daily basis worldwide, shows that the proportion of people who were talking about the insurance brand saw an uplift of 21 percentage points during the four-week period.

AIA recently announced the suspension of accepting paper documents for single life and accident insurance customers from May 1 onwards. The brand also opened AIA One Billion Trail 2024 registrations, a fund-raising trail-running event taking place later this year. Its investment arm, AIA Investment Management, was also among the top private funds picked for growth in 2024 by the Bangkok Post.

Graph showing that AIA was the most talked about brand in February 2024 amongst adults in Thailand, followed by Muang Thai Life Assurance, and Thai life Insurance

According to data from YouGov BrandIndex, AIA’s WOM exposure score rose from 21.4 on Feb 1 to 42.4 by Feb 29. WOM exposure is a BrandIndex metric that measures the percentage of people who have spoken with their family or friends about a particular brand in the previous two weeks.

Additionally, Muang Thai Life Assurance recorded an 11.3-point spike in WOM exposure, rising from 11.1 on Feb 3 to 22.4 by Feb 29, while Thai Life Insurance saw its WOM exposure climb 10.6 points from 12.6 on Feb 1 to 23.2 by Feb 29.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s WOM exposure score is based on the question: “Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online or through social media)?” (% Yes). Data from surveys of adults aged 18 years and above residing in Thailand from Feb 1-29, 2024. WOM exposure scores are based on a four-week moving average, with the change in scores for each brand calculated by taking the difference between the highest and lowest scoring days within the period.